The Effect of Corporate Social Responsibility on Consumer Green Behavior: The Mediating Role of Corporate Image, Service Quality, Customer Trust, and Customer Satisfaction in the Indonesian Hotel Industry
Keywords:
corporate social responsibility; consumer green behavior; customer satisfaction; industri perhotelan; PLS-SEM
Abstract
The increasing concern for environmental issues has encouraged the hotel industry to adopt Corporate Social Responsibility (CSR) as part of its sustainability strategy. This study aims to examine the effect of CSR on Consumer Green Behavior (CGB) in the hotel industry in Indonesia by considering Corporate Image, Service Quality, Customer Trust, and Customer Satisfaction as mediating variables. The study used a quantitative approach with data from 200 hotel guests in Indonesia collected through purposive sampling, then analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results showed that CSR has a positive and significant direct effect on CGB (β = 0.383), as well as on Corporate Image (β = 0.716), Service Quality (β = 0.684), Customer Trust (β = 0.616), and Customer Satisfaction (β = 0.639). However, only Customer Satisfaction significantly influences CGB (β = 0.287) and acts as a significant mediator (partial mediation) in the CSR–CGB relationship, while Corporate Image, Service Quality, and Customer Trust do not. This finding indicates that customer satisfaction plays a key role in translating CSR initiatives into tangible environmentally friendly behavior, while perception and trust factors alone are not sufficient to drive such behavior.
References
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Heidarzadeh Hanzaee, K., & Sadeghian, M. (2014). The impact of corporate social responsibility on customer satisfaction and corporate reputation in automotive industry: Evidence from Iran. Journal of Islamic Marketing, 5(1), 125–143. https://doi.org/10.1108/JIMA-05-2013-0033
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Islam, T., Ahmed, I., Ali, G., & Sadiq, T. (2016). Behavioral and psychological consequences of corporate social responsibility: Need of the time. Social Responsibility Journal, 12(2), 307–320. https://doi.org/10.1108/SRJ-04-2015-0053
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Lacey, R., Kennett-Hensel, P. A., & Manolis, C. (2015). Is corporate social responsibility a motivator or hygiene factor? Insights into its bivalent nature. Journal of the Academy of Marketing Science, 43(3), 315–332. https://doi.org/10.1007/s11747-014-0390-9
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Latif, K. F., Tariq, R., Muneeb, D., Sahibzada, U. F., & Ahmad, S. (2022). University social responsibility and performance: The role of service quality, reputation, student satisfaction and trust. Journal of Marketing for Higher Education, 34, 967–991. https://doi.org/10.1080/08841241.2022.2139791
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Published
2026-07-27
How to Cite
Alma Asy Syauqy, M. I. R., & Munawaroh. (2026). The Effect of Corporate Social Responsibility on Consumer Green Behavior: The Mediating Role of Corporate Image, Service Quality, Customer Trust, and Customer Satisfaction in the Indonesian Hotel Industry. International Journal of Economics, Business and Innovation Research, 5(04), 5974-5994. https://doi.org/10.63922/ijebir.v5i04.5613
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